Content Writing: Do This, Not That

When it comes to demystifying the enigma of content marketing, you have probably wondered what in the world is content writing?

With all of the different definitions swirling around out there in the great wilderness of the Internet, anyone would have trouble figuring it out.

First, let’s define content marketing, which is not a fad campaign. Content marketing is a philosophy for the long term. It’s the creation and distribution of written work and multimedia that has been strategically designed to connect with consumers and raise brand awareness. Whether you’re providing helpful information or pure entertainment, brands utilize content marketing as a way to reach audiences on a personal level.

And content writing is the fuel that ignites the content marketing fire. So here you go, a comprehensive list of what content writing is, and what it is not.

1. Content Writing IS…

about building relationships with existing consumers and a potential audience. Content writing and production, if video is your kinda thing, is the key to becoming a brand people can trust as they learn to identify with you on a more personal level than ever before.

Content Writing is NOT…

about self-promotion or blatant advertising. Plain and simple.

2. Content Writing IS…

“the big picture” of marketing. It’s about crafting a brand message in a way that engages the average consumer and utilizes a variety of communication platforms such as social media, to distribute that message. It’s about creating strategic and beneficial blog posts, thrill-seeking or funny videos, educational whitepapers, and more. And it takes quality writing in order for each one of these channels to be truly effective. Your brand becomes omnipresent in the lives of your consumers; done the right way, they won’t mind you being there. And when they’re ready, they’ll use your products and services.

Content Writing is NOT…

a bunch of fancy SEO words strung together, which is a now-obsolete tactic Google put to rest not long ago. While some amount of SEO strategy should be incorporated in your content writing, it should not be the basis. Your content should be written for humans, not search engine robots.

3. Content Writing IS…

about quality. You need a talented and experienced team that can handle the workload and fast-paced newsroom-like environment. Forcing untrained individuals to write is like telling a painter he must now take an accounting job, or like telling a CEO he must take on classical piano playing, in addition to all of his other responsibilities— it’s just not possible. So get the right people doing the job, and you’ll reap the true benefits of content marketing. There’s a ton of behind-the-scenes effort that goes on during the production process of content. Research, writing, filming, designing—it’s all required to keep the content wheel turning successfully.

Content Writing is NOT…

about word-vomiting and posting random pictures of cats with pieces of bread on their faces. Researching subjects that interest your audience is vital. This way, you’ll avoid inserting your brand into the conversation just because it’s expected of you.

So there you have it, your intro to content writing, which we hope provided some “a-ha!” moments regarding what content marketing is all about, and its potential benefits for any brand.

If you have other clarifications regarding the truth about content, share in the comments section below!